Disqus - Latest Comments for Dana Todd

Re: Deathmatch: 4As v the PR Council - mediabistro.com: AgencySpy

Dana Todd — Fri, 01 May 2009 13:55:37 -0000

I don't think it's a useless dialogue to have, but I agree that it's not being a productive discussion right now if we have to keep separating into camps. I agree that silo-ing is not the answer, and if digital has taught us anything it's that silos only occur internally - externally, in the consumer mind, it's all one brand and everything you do affects it collectively.

The problem with ad agencies attempting PR is that they're generally limited in their understanding of the depth of what *good* PR strategists can do. They boil it down to "pitches & press releases", which is ultimately limiting to customers if that's all they ever get. Sadly, there are a number of PR professionals who provide only that level of strategy and creativity, which doesn't help the credibility or the general impression that marketing people have of the PR offering.

And yes - I think that ad agencies are justified in their criticism of PR as it pertains to digital. But the irony here is that traditional agencies themselves are only a few years into grasping digital/interactive, and so it's funny to hear them sitting on their high horse talking about integration as if they've got it down pat.

It wasn't until the traditionals started getting their lunches handed to them by the interactive shops that they paid attention. That and the falling investment by advertisers who were increasingly enamored of all things Web. Now, the PR industry is in serious trouble because they've tied themselves too long to the value proposition of "earned media" and traditional media, which is dying faster than anyone can even predict. PR is scrambling to reinvent itself, to find legitimacy in a space it barely knows (many struggle with even simple technical issues), and to have to interact directly with consumers for the first time in their careers (instead of interacting with consumers via 3rd-party media voices).

It's not going to be pretty, but I figure the best people will ultimately survive. And, they really do have a lot to teach the digital whippersnappers about content strategy, crisis management, communication policies and community influence. I just hope we have a chance to integrate all the good stuff before we lose the baby with the bathwater.

Dana Todd, CMO
Newsforce Network

Re: San Diego Twitter Users To Take Over the Pearl Hotel

Dana Todd — Tue, 23 Sep 2008 20:17:40 -0000

Thanks for putting this even together, Jenn. I'm looking forward to meeting other Twitteraddicts! And I've been meaning to check out The Pearl all summer long, so this is a good excuse.

Re: La Jolla Village Drive/I-805 Interchange - StimulusWatch.org

Dana Todd — Tue, 03 Mar 2009 13:14:16 -0000

I'd much rather see the trolley or other public transport extended to serve UTC/Sorrento Valley better. It's pretty lame now, few options other than to drive. I would really like to see the plans on this - does anyone know where to find the plans/details?

Re: Would You Trust Google With Twitter?

Dana Todd — Wed, 08 Apr 2009 17:23:17 -0000

Hi Danny,
You said you were going to mention Feedblitz "and a few others"...who are the few others?

Also, I have mixed feeling about the Google domination. On the one hand, I do agree that it does seem to eat its children. On the other hand, Google has fostered an ecosystem that even you are part of - many companies and individuals depend heavily on the Google love to keep everything going. I mean that in a literal sense (blogs running AdSense) and in a figurative sense (excitement in investment community to fund new ideas). So maybe their interest in Twitter could help give them a necessary boost to the next level.

One thing's for sure...Google is really taking a beating right now by everyone. Why is it we internet folks just looooove to kick the ankles of anyone who rises too high? I count myself in that mix, but feel somewhat ashamed.

Best,
Dana Todd, CMO
Newsforce Network

Re: Layoffs and, um, funding?

Dana Todd — Sat, 18 Oct 2008 14:10:41 -0000

What I'd really like as a news consumer would be to apply a filter that I can turn on and off depending on my daily mood: "Good news" and "Bad news". Wouldn't that be great? So when you're feeling down in the dumps you can switch to an all-optimism mode. Why the heck not? The whole idea of "balanced" is a farce anyway, since it's still dependent on an editorial bottleneck of coverage.

Even in the last recession, there were some ultimately strong winners that emerged who are still doing relatively well today (think eBay, Amazon). I think we'll see the same thing, and some new categories that will pop up to capture consumer and investor interest. Brand names like Facebook will ultimately find their way to monetization if people don't panic too soon and cut them off from their exploration. Was delighted to read about the new INQ1 phone in Business Week, which is heavily tied into social media apps and a low price point that is recession-friendly.

I'm also gratified to see that Search and online PR are two of the promotional channels that are still in vogue, since those are the two sectors I've spent the last 12 years cultivating. (Pats self on back, but carefully in case the gods are looking.)

Re: Google Builds a Better AdWords Display Ad Builder

Dana Todd — Fri, 21 Nov 2008 10:17:19 -0000

I built a couple of ads in the old system, and it was pretty cool/easy. Interestingly, my CTRs aren't much outside normal range of high/low on a Site Targeted campaign. So once again, Google attempts to prove that ugly ads are as effective as pretty ones ;-) At least in a performance world. I wouldn't put them against rich media for branding impact though.

Re: The SEO Bubble is Expanding

Dana Todd — Fri, 05 Dec 2008 02:44:18 -0000

A few of you mentioned you wish you had learned more about SEO - it's never too late. There are a number of free and fee-based programs that can teach you the basics and advanced tactics.

SEMPO, the Search Engine Marketing Professional Organization, has courses through its www.sempoinstitute.com site, and free topical webinars on its main org site: www.sempo.org/webinars

Please, avail yourself of our resources and send us ideas for resources we can add!

Dana Todd
Chair, SEMPO

Re: 49% of Companies Outsource Online PR Campaigns to Non-PR Firms!

Dana Todd — Mon, 15 Dec 2008 10:36:18 -0000

Those who remember the early days of search marketing have seen this cycle before - specialty SEM firms took market share away from the traditional and online agencies for almost a decade before the agencies built up their own capabilities (or bought SEM firms).

I expect fully that we'll see the same thing occur in Digital PR, which heavily impacts the online news and social media space. This particular stat gives me great hope since it takes a more experienced online marketer to maximize a content promotion campaign from Newsforce, and it's a lot easier to explain to a digital marketer than a traditional PR firm.

That being said, eventually the PR firms need to take some sort of leadership role here because they have the communications-strategy background that is potentially lacking in marketing firms. It can be a very different animal, measured in very different terms. PR is not just "making public noise", issuing press releases and Twittering about your upcoming event. An experienced communication strategist lines up the sequence of public opinion "dominoes" that need to tip - and the key messages that need to be consumed - in order to prepare the way for Marketing to come in and finish the job.

Re: 15 Things Not to Miss at SES San Jose 2008

Dana Todd — Wed, 06 Aug 2008 14:31:58 -0000

Don't forget about the SEMPO mixer on Monday night after the last session. Grab a free cocktail and join us for a speed-networking event! Like speed dating, but guilt-free.

B there or B[2]!

-Dana

Re: 41 Internet Marketing Tactics – Take the Poll

Dana Todd — Fri, 19 Sep 2008 18:36:35 -0000

Hi Lee,
Thank you for including Newsforce Network in the poll! But, I do want to clarify for your readers that Newsforce is not an advertorial placement.

The difference between paid placement and advertorial is the

Re: SES SJ: News Search SEO

Dana Todd — Fri, 14 Aug 2009 19:53:27 -0000

Wow, that's really detailed coverage Adam. Thanks for attending and doing such a great job of outlining the key learnings. I hope you enjoyed the content at SES this year- I know I did! The News Search panel was certainly compelling and gave me a lot of new ideas and information.

Best,
Dana Todd, CMO
Newsforce, Inc.